Franchise Chatter sat down with Anna Hines, who spent 15 years in the high-stakes world of Wall Street and made the bold leap from corporate America to entrepreneurship. Today, she and her husband Bobby are building a multi-brand franchise empire that spans multiple states, all while raising five children and staying true to their core values: flexibility, family, and impact.
Anna’s story is one of reinvention, resilience, and purpose. After years of selling complex trading platforms in a male-dominated industry, she realized she wanted more than just a successful career; she wanted a life that allowed her to be present for her family while building something meaningful. That realization led her to franchising, where she’s now thriving as a multi-unit, multi-brand owner with a passion for health, wellness, and empowering others.
We talked with Anna about her journey, her passion for purpose-driven brands, and how she’s redefining what it means to be a working mom and business leader.
Anna, let’s start at the beginning. What inspired your move from Wall Street to franchising?
I spent over a decade in business development and sales for trading technology platforms, selling million-dollar systems to hedge funds and futures traders. It was a fast-paced, male-dominated industry, and I learned a lot. But deep down, I always knew I wanted to be an entrepreneur.
The turning point came when I asked myself, “If I can work this hard for someone else, why not do it for myself?” I wanted to create something that gave me both professional fulfillment and the flexibility to be there for my family. Franchising was the perfect fit.
What was your first step into the franchise world?
When I started with Waxing the City, it was a complete 180 from Wall Street, but it felt right. I opened my first location in Illinois, and it was a personal endeavor for me. My mom used to wax my eyebrows growing up, and I understood how something as simple as self-care can boost someone’s confidence.
From there, my husband Bobby and I began building our business portfolio together. He had already been in franchising for years. He started with Anytime Fitness 16 years ago after returning from Iraq. We eventually launched Basecamp Fitness as a team, and that’s where our vision started to take shape, adding Waxing the City soon after.
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You now operate multiple brands across several states. Can you give us a snapshot of your current portfolio?
Absolutely, I have three Waxing the City locations, one in Illinois and two in Louisiana. My husband operates his Anytime Fitness locations independently, and together we have two Basecamp Fitness locations in Florida with 18 more in development.
We live in Illinois, but our businesses are spread out. That’s intentional. We designed our business to be location-independent so we could work from home and still be fully present for our five kids. We picked our locations based on opportunity, not geography, and that flexibility has been a key to our success.
How do you manage such a large operation while raising a family?
It’s all about systems, people, and purpose. From the beginning, we built our businesses to support our lifestyle and not the other way around. We work from home, we hire amazing local teams, and we stay connected to each location through strong communication and processes.
Our kids range from kindergarten to high school, and we never wanted to miss a milestone. Whether it’s a volleyball game or a school pickup, we’re there. Funny enough, our kids think we don’t work because we’re always home! But they’re starting to understand what we’ve built and hopefully, they see what’s possible when you work hard and believe in yourself.
What drives you as a business owner today?
Purpose. I’ve never been the kind of person who can sell something just to sell it. I have to believe in what I’m offering. That’s why I love the brands we’re involved in.
With Basecamp, I enjoy seeing the results people get. It’s very empowering. With Waxing the City, I get to help people gain confidence and prioritize self-care. I’ve seen firsthand how these services can change someone’s day, and as a franchisee, I get to do that with our teams every day.
Beyond the services, I really enjoy the sense of providing for people. I love building teams, mentoring others, and creating a culture where people feel supported and seen. That’s what keeps me going. It’s not just about business; it’s about impact.
What’s your vision for the future?
Honestly, the sky’s the limit! I don’t have a rigid five-year plan because the franchising landscape is ever-changing, but I know I want to keep growing. The health and fitness industry is one that’s set to continue gaining momentum with consumers this year and beyond, as more people embrace products and services that support their wellbeing. It’s a great sector to invest in.
We’re always looking for new opportunities, and I want to keep showing my kids that you can be a mom, a wife, and a powerhouse businesswoman all at once. I want to build something that gives us freedom, helps others, and creates opportunities for our team.
Are your kids interested in joining the business one day?
Not yet! It’s hilarious how they’re all so different. One wants to go into forensics, one wants to be a YouTuber, and another is interested in dermatology. And that’s okay. We’re not forcing them to be involved, but if they show interest, we will, of course, include them. If one of them wants to take the reins someday, great. If not, we’ll support them in whatever they choose.
What matters most is that they see what’s possible through owning a business. I want them to grow up knowing they can create their own path, whatever that looks like.
